The NFL and Directories – The Stretch

They say don’t combine business with pleasure. Sage advice. I’m going to ignore it.

You see, The Legal 500 EMEA deadline is here and so is the NFL Preseason. And there are only three more Sundays until the next Chambers USA and Europe deadlines. Yup, you guessed it: only three more Sundays until the NFL Regular Season.

Anyone who’s spent enough time in my company will know I’ve spent a long time working in directories and even longer loving American football. There are more links between these things than you can possibly imagine.

So, in a sequence of tenuous segues and comparators, I mash up some powerful lessons for legal directories out of the magic of the NFL. If you feel the need to look away, do so now! Law firms can end up saying the same things as other law firms, much in the way that NFL teams copy what works and often run the same offense (US spelling for this as it seems wrong to use UK spelling in this context!). So be the Ravens, not the Lions. But be Juju, not Antonio.

Bonus points if you figured out who Philip Rivers thinks is wide open in the picture above.

Lesson 1) The Longest Yard. No, not the film. I mean Kevin Dyson catching a pass from the late, lamented Steve McNair (RIP) and straining every sinew to get the ball across the line on the final play of Super Bowl XXXIV but being held one yard short by the iron grip of Mike Jones. One of the best Super Bowls ever played. And simultaneously the worst, if you’re a Titans fan. It was also the last and only time the Titans made the Big Dance. But there’s always next year. Or this year!

Translation: Don’t let last year’s ranking disappointment, erm, disappoint you. Just like an NFL team with $177 million for player salaries this year, keep trucking for the next cycle. Persistence pays off because the directories want to see consistent performance over time. Learn from the errors of last year with honest self-analysis: what’s new? What’s different? What did the directories tell us? What didn’t the directories tell us? What does the writeup reveal? Modify the messages for this year to show what you do outstandingly well, not just an everyone-says-it list of what you can do. If your client referees didn’t respond, change the list for this year and communicate to them how quick and painless it is for them but how important it is to you. Promise them a year off from being a referee if they reply!

Lesson 2) Moving on. You might be Mike McCarthy but, now that you’ve moved on, you’re still Mike McCarthy and you still need a job. When you get a job, you still won’t have Aaron Rodgers; even worse, you’ve been replaced by a young offensive mind who was such an offensive genius that it took him nigh on half a season to work out THAT DERRICK HENRY IS A BEAST and you could, you know, hand him the ball once in a while and things might go better. Life isn’t fair, Mike McCarthy. When you’re Andy Reid, meanwhile, you have a big name and an emerging superstar. But you didn’t win a Super Bowl at your last place of employment (the one which won a Super Bowl without you just after you left) and now your current team just looked like world beaters until being ground into the dust just short of the aforementioned Big Dance. So, what does this season hold for you?

Translation: It’s common for big-name lawyers and teams of lawyers to expect the directories to transpose a prior ranking of the person or practice from one law firm to another. But it doesn’t always work out that way and the benefit of the move needs to be outlined and evidenced. Here are steps you can take to improve the chances that it does: (1) make sure the move is brought to the attention of the researcher prominently, and update the researcher if the move happens during the research period; (2) substantiate the person’s move by showcasing which clients or pieces of work have moved over to the new practice – the directories want to see that the lawyer/team is still in demand and clients following is a sure sign. If the move occurred in a tricky period – just before the submission deadline or after research ended – then update the researcher as you go along. A deadline that is in September, for example, might not finish research until 1-3 months later, so use that period to gather some new work highlights for the new arrival and provide them to the researcher during the research period. (3) Make sure to provide client referees to support the lawyer or team. Lastly, (4) be patient. If the move happened soon before research, then it might take a year for enough clients to move across for you to be able to make the convincing argument for the team or lawyer to be ranked higher. If, like Andy Reid, you have a rising star in your team (of counsel, senior associate, young partner), make sure to flag it up to the directories and substantiate their case for recognition. This is going to help the individual but it’s also going to help show the team’s depth of talent. Let’s assume you can’t put them on an NFL field for a critical no-look pass, so let’s just settle for evidencing the work they’ve been involved in and making sure some of the client referees can speak about them.

Lesson 3) The Stretch. Stretching is important. Keeps those hamstrings loose. Winning down the stretch is important, otherwise your 6-2 start turns into a 9-7 limp backwards into the Playoffs and a first-round loss. Jeff Fisher is Bill Belichick is a stretch. Tom Brady* is the most successful quarterback in NFL history. Blake Bortles is not. To take the decision to pay Blake Bortles vast sums in an effort to persuade yourselves and the public that he will lead the path to greatness would be a stretch. Oh. Wait. You did what?

Translation: Don’t pad the unpaddable. I’m talking arguments in favour of a law firm’s practice here, not shoulder pads. It is an unadorned truth that most good to excellent law firm practices in any area of the law could (and usually do) say in their directory submissions that they can do everything. The issue is that any researcher will be presented with anything from high dozens to 150 submissions saying much the same during one reporting period (across one jurisdiction or multiple practice areas), thus said similar messages from many sources blur into one. So, dial in on what the practice has done exceptionally well (a) traditionally and (b) recently and make those the focus. Aside from a brief acknowledgement of the practice’s comprehensive scope, focus opening arguments on the points of difference. When set against a field of a dozen or so law firms with similar scope and presenting high-calibre work, it’s the sophisticated, difficult, innovative and/or just downright biggest ever which make the difference. Placement of the most impactful (precedent-setting or first of a kind / largest) deals and cases high up the running order is a crucial part of that because researchers wade through thousands of examples of work. State the difference-making nature of the matter explicitly, rather than leaving it implicit on the assumption that it speaks for itself. Often, it doesn’t.

*Note to Pats fans: I said most successful. Note to 49ers fans: I said most successful.

Lesson 4) Ringing the Bell. The NFL has come a long way in terms of health safeguards since the issue of concussion arose. Many other sports have now followed suit with concussion protocol tests for players suspected of being injured in this way. Helmets are more loose-fitting. Team-mates and opponents no longer “ring the bell”. Certain types of tackles and techniques have been outlawed from the game or become obsolete. The demise of the XFL rather proved that spear tackles are gone for good. After one of the biggest crises the game has endured, the NFL has been upfront about how it is working to make things better.

Translation: In the same forward-looking spirit, it is worth considering your law firm’s statistics and initiatives for diversity, inclusion and wellbeing. These are subjects which have come up regularly in questions over the past year or so as both Chambers and The Legal 500 begin to explore these issues more fully, and to champion mental health and wellbeing in the law. It’s pretty likely that in the foreseeably near future one or other of the major directories will request D&I and wellbeing information in its submission processes; some processes for certain awards and national directories already request it. If one major directory does so, the other is sure to follow suit. Your law firm might be hesitant to release such information, for fear of looking bad. But the law firms which accept they have work to do and show the improvements and efforts they are making will earn some measure of credit for doing so. I would expect a minority of law firms to provide such information in the first year it is requested, but then more to follow the next year as many law firms realise their situation is comparable with or better than some of their peer law firms. So, why not be forward-thinking to collate and voluntarily supply information on these statistics and initiatives in your next round of submissions before you’re requested to provide it? You can only affect the conversation by being in it.

Lesson 5) Trust the process. Do. Your. Job. You might not like the Pats, but you have to acknowledge (genuine) greatness when you see it. A dominant franchise and the sport’s best coach combined with its most successful quarterback* and a rolling cast of important contributors from great to small. Imitations abound. Famously working to the maxim: Do Your Job. Trusting the process – that if you do yours, your teammates will do theirs.

Translation: Directories season is a grind for each practice but it’s essential to do it right if you want results. Claims need to be substantiated and you must have fresh examples of relevant work and client referees to push the case for a practice or its lawyers. If one aspect of information or another is missing, little by little it diminishes the chances of the whole submission. Be clear and explicit about every positive, difference-making point. Advance the arguments you made last year to show progress since. If you show the researcher strong arguments and supporting evidence, then follow best practice guidelines on selecting client referees and encouraging them to reply, you can trust the directories process to achieve results for you with consistent participation.

*Note to Pats fans: I said most successful. Note to 49ers fans: I said most successful.

To put my money where my mouth is, the first US law firm wanting help drafting or editing a Chambers or Legal 500 sports law submission will get that help for free. Unless they work for the Colts.

Pretty sure peeps stopped reading a while back but, in case you’re still with me, this is the end of the article. You’ve done well. Here are some random wishes for the upcoming NFL season: Marcus Mariota plays every game. Derrick Henry plays every game. Kevin Byard plays every game. Taylor Lewan plays every game (after his suspension!). Titans win a game against the Colts (yay!). Titans go deep in the Playoffs. Browns make the Playoffs. The NFL ditches the pass interference review.

#TitanUp

About the author: my name is Mike Nash and I’m one of three specialist directories consultants at SavageNash Legal Communications, all of whom are senior former directories editors and collectively have 40 years’ experience of legal directories; two of us worked in-house in marketing & communications at international law firms. If you’d like to know more about how we could help your law firm with your directories needs, then please look around our website, use it to contact us directly or contact me via LinkedIn.

About the article: This is a SavageNash website version of an identical article uploaded simultaneously on LinkedIn.

The Legal 500 US 2019 Launch – Changes to the feedback process and what to do if your firm isn’t ranked

The latest edition of The Legal 500 US is due to launch in May – the 29th, to be precise. For many of you, the release of the 2019 rankings will mark the culmination of an intensive process involving pulling together all the information necessary to make the best possible case for your firm’s ranking, and ensuring you put forward the right referees to maximise the feedback they provide on the relevant practice and its key lawyers. Seeing your firm appropriately ranked can make all the hard work and time invested in the process worthwhile; conversely, the disappointment of failing to achieve a ranking can lead to questions over whether it was all worth the effort.

Many firms will review the rankings, digest the results, and put them to one side until the research cycle rolls back around and the next submission deadlines loom. However, doing so means you are missing out on the possibility of obtaining some useful feedback direct from the editor’s mouth which can often provide some useful insight into which areas should be addressed when pulling together the next submission.

How to ask for feedback on the rankings

So, you’ve decided you want to reach out to The Legal 500 to ask for feedback on your rankings – how do you go about doing this? The Legal 500 has changed the process by which firms request feedback – instead of emailing editorial@legal500.com (which was the previous method), firms must now fill out a form which can be found at http://www.legal500.com/assets/pages/faqs. Clicking on the Rankings tab on the page will bring up a second set of options – clicking the tab titled “We are not happy with our rankings /lack of ranking, and would like information on how the rankings were calculated” will bring up a form to fill out.

Fill out the form and click the Submit Query button. Your query will then be stored in The Legal 500’s database to be addressed by the relevant editor. It’s worth bearing in mind that The Legal 500 receives a large volume of queries immediately following launch of the guide – typically queries are answered in chronological order of receipt, so it’s unlikely that you’ll hear back from the editor immediately. Don’t despair – The Legal 500 does make a point of answering all queries received. Bearing in mind the following tips will help to speed up the process and improve the quality of the feedback you receive.

Optimising your feedback request for maximum impact

As noted above, The Legal 500 receives a large volume of queries from firms. As with the submission process, being as focused as possible and clearly specifying what you are asking for feedback on and why will mean that the editor will be able to quickly ascertain why this request is being made and provide feedback that addresses that specific point. A generic email asking for feedback on all the firm’s rankings/submissions will most likely result in a perfunctory response from the editor. Here are some things to focus on when putting together your query:

1) Focus on specific practice areas– Make sure to request feedback on practice areas where you feel there is a genuine question as to the reason for the ranking/lack of inclusion. Look at the accompanying editorial for the relevant section and consider the following:

  • How does your work stack up to the work described by ranked firms? If you are working on the same matters as those listed in the editorials of firms in Tier 1, but you are in a lower Tier/haven’t been ranked, then it’s worth querying the result and asking for feedback on where your submission fell down compared to those firms.
  • Are there any quotes cited in your editorial? If the answer is no, then it’s likely that the researchers failed to receive feedback from your referees. Although referee feedback is secondary to the work evidence and track record in The Legal 500’s ranking methodology, referee feedback can tip the balance in making the case for a firm’s promotion or not, particularly where the work evidence and track records of firms are comparable.
  • How does the size of your team compare to that of ranked firms? While this is a secondary factor, this may be taken into consideration when a researcher is considering including a firm for the first time. The editorial can often provide insight into the team size of ranked firms.

2) Provide fact-based evidence to support your query– If you feel that the firm’s submission provided a strong argument for a new ranking/promotion in the rankings, then providing a fact-based analysis of the areas in the submission that support that assertion will enable the editor to review those facts and respond accordingly. Be as constructive as possible when making your case – assertions that cannot be backed up by evidence will make the case less compelling in the editor’s eyes.

3) Ask for feedback on how the firm can improve their participation in the research process– The editor will be able to provide feedback on the referee feedback response rate, as well as raise any issues as to gaps in information that could be addressed in subsequent research cycles either by honing the messaging in your submission or by ensuring you have an interview with the researcher.

Best of luck to all of you, and remember – make sure to reach out to The Legal 500 post launch to make sure you’re getting the most out of the process.

My name is Alex Boyes and I am one of the directors at SavageNash Legal Communications. I’m a former editor at The Legal 500 and also worked at a large international law firm. Together, SavageNash Legal Communications has over 30 years’ directories-related experience, from both sides of the directories process. If you’d like more guidance on making submissions to Chambers or The Legal 500 in the next cycle, please do get in touch via our website.

SavageNash: The Power of Three

Confession: Okay, the dog has nothing to do with this article but we thought it was cute.

The SavageNash legal directory double act has been in full swing for the past year or so, but it’s time to change things up!

We are delighted to announce the arrival of our third amigo: Alex Boyes, formerly Editor of The Legal 500 UK – Solicitors and Editor of The Legal 500 Asia Pacific, has joined SavageNash Legal Communications.

Alex is a meticulous editor with excellent insights into what law firms need to do to produce persuasive and compelling submissions.

He will assist in serving our existing clients in new markets and driving the growth of new business in the UK and Asia region, leveraging his deep knowledge and ties in those markets and his decade of legal directory experience. Mike Nash commented, “having worked closely with Alex for most of the past decade, I know that he brings excellence, commitment and knowledge to everything that he does and will prove to be a trusty guide to law firms seeking to navigate legal directory processes, particularly in this era of changing research methods. He’s also useful to have around when you need to know about films or restaurants!”

With three former directories editors, two of whom have also worked in marketing and business development at international law firms, you will be hard pressed to find another specialist legal directory consultancy with the same level of senior talent as Savage Nash Legal Communications. Together we have held editorships of directories covering the United States, the UK, Asia, Europe, Africa, and the Middle East, and command almost forty years of dedicated directories experience between us.

This is great news for SavageNash Legal Communications and our clients – 50% more senior level capacity – as we continue to help firms improve and streamline their legal directory efforts. Stay tuned for future updates. We’re here to help if you are looking to reassess your directory processes please do get in touch.

 

Mike, Nigel and Alex

SavageNash Legal Communications

Please visit our website at www.savagenash.com to learn more

Don’t Howl. Listen.

Staring at the moon. Staring at legal directory rankings. Both likely to induce involuntary howling.

But don’t. Listen instead.

Leaving aside the moon part for the astronomers out there, I’ll focus the rest of this short soliloquy on the subject of new legal directory rankings and how to approach them. It seems like a good time to do so, since Chambers & Partners launched its High Net Worth and Canada guides in the past couple of weeks (here), and The Legal 500 UK 2018 edition went live about 15 hours ago (here).

So, you’re mid mouth opening, ready to scream at the rash of results and the awareness that some folks are going to be less than best pleased. You’re attempting to get your head round the results and how it compares to last year, and related issues such as, “why don’t they show last year’s results to make my job easier?”

Bite your lip, stifle that howl, and do not – under any circumstances – look at the moon. Then take a look at the new rankings. The positions are what they are, but the rankings and the written content, in particular, can tell you a lot.

Leaving aside the obvious need for self-awareness of (a) whether you made a submission for the practice area and (b) whether key lawyers left in the lead-up to (or during) research, here are just some of the things those new results can tell you:

1) Are there any quotes cited by the directory? No? This is a decent sign that your reference outreach efforts weren’t successful. The ideal scenario is that numerous referees reply and say much the same thing, giving researchers a clear trend to follow (and then evidence). Even if responses were limited in number, there’s some value in anecdote. In either situation, researchers will quote client comments (peer comments too, in the case of Chambers). If there are no quotes, then it’s highly likely that very few or no references replied, or – at the very least – that what they said was monosyllabic and unhelpful. This gives point 1 in the list of tips for improving things during next year’s application. (Note to self: find more references to respond!)

2) Are only one or two of your lawyers mentioned? If so, it’s worth looking at whether you supplied enough references or examples of work to support the application of lawyers who were not recommended. This is especially important in the case of Chambers, where you are limited to 20 references – don’t let one star partner hog all the referees but, equally, don’t try to share 20 between 15 lawyers. A good rule of thumb is that 1 in 3 or 4 references will reply. Spam filters and busy workloads will get in the way of the rest of them. So try to have at least 3 or 4 references for each partner you really want to push for a ranking. And give the younger lawyers some airtime with some references of their own (often possible to do where they have worked for a client alongside one of the partners you are putting forward).

3) Did you work on the very same matters as the firms in Tier 1 / Band 1, but you’re in Tier 3 / Band 3? Did you actually tell the directories about those matters? And, even if you did, did you do so on a publishable basis? If not, that’s something to reconsider for next year. Researchers can only work with what is available. Matters not in the public domain can only come to their attention through conversation with the parties involved. While there is always a concern over client confidentiality (especially in some more conservative markets or practice areas), information is the currency of the directories and they need something to go in order to make a best case for your firm. The leading global directories (and the leading local ones) have reputations that are utterly reliant on how they treat confidential information. Breaches are vanishingly rare. Trust them with some of your best examples of work – fully communicating your involvement in a top case or deal, even on a confidential basis, will allow researchers to go away and cross-reference, and often validate the matter. If it can be validated, then you’ll get full credit, just like your Tier 1 / Band 1 rival did.

4) Did the writeup miss a crucial point of the practice? Check if your firm did an interview in the practice area. Was that point mentioned in the submission or the interview? In these situations, often it turns out that it wasn’t. (Note to self: point of emphasis for next year.)

5) Is the write-up bland and lacking incisive coverage of your cutting-edge case? If so, take a look if you pitched the submission at the right level. If the submission reads like an excellent lawyerly article, then it’s too high-level. Some researchers have done legal training or practised, but most have not. Pitch the practice to them in the language of what they are: intelligent layman journalists that will understand complex points when explained clearly. Help them understand how that acronym is actually the most fundamental point of law governing your firm’s practice in this area.

6) Is your firm working for the same clients and on the same matters as your higher-ranked rivals? If so, and these matters are written about in both write-ups, then that is a signal to pose the question to the directory: where did we fall short? How can we provide better evidence? Chambers and The Legal 500 both openly invite queries about the rankings, so take advantage. The answers will give you points to focus on for next year. Sometimes it might provide a useful reality check such as, “yes, you acted on that top matter but all of the Band 1 firms were doing that level of work routinely, whereas this was an exceptional matter for your firm”. In those circumstances, it helps to manage expectations and perhaps even to look at diverting resources to focus on optimising more important submissions next year.

New Practice Area – Foggy Thinking?

Alternative title: “It’s New! Should I Be Excited?!”

Look carefully through new directory guidelines and you will often see that there’s been a change to the coverage – something changed in some way or something is being looked at for the first time, whether that’s a new jurisdiction or a new practice area.

What do you do when you see one (and after you’ve checked if your firm has such a practice)? Here’s some brief advice:
1) Ask the directory in question for a practice area definition (if none has been provided)
2) Correlate your firm’s own practice area definition to the directory’s description
3) Don’t be constrained – assume that a new practice area will be open to some modification, dependent on the research information accrued. That means you have a chance to shape the new practice area coverage – maybe there is something your firm does that is clearly relevant to the area but which is not covered by the directory’s definition
4) Check with the lawyers – ask them for an honest view of whether the practice is deep or expansive enough to compete with leading practices in the area
5) Check the other directory – if one major directory launches a new practice area, check if the other major directory already covers it, or vice versa. The directories tend to obtain similar information and while the minutiae of results may vary, typically the nature of the practices and the bulk of contenders will be similar. If there is existing coverage by one directory, it will give you a sense of the level of opposition
6) If it’s entirely new – if the practice area has not been previously covered by either major directory, it is worth making a submission in the first year because nobody knows the level of the opposition. If you can substantiate your arguments, you have a fair to good chance of a ranking and the chance to establish your track record from the very beginning of the coverage
7) Outline prior track record – consistency of practice is a key judgement, so outline your firm’s prior track record in the area, whether that’s from decades back or examples of work from the year prior to the main time period under review
8) Get an interview early – in a new practice area, the researcher will be feeling their way through the subject. Obtain an interview and get in early, so that your lawyers can help the researcher to understand the subject and to help shape their view. That allows you to help them and, in doing so, to help them see what’s good about your firm’s proposition.

Chambers: How To Request Adding A New Category

A question we’ve been asked a lot over the past few weeks is, “how do we suggest to Chambers that they should add a new ranking table in state X/practice area X?”. As Chambers USA is gearing up for its 2018 research cycle (yes, we can hear the screams of joy/pain from here), it’s a good time to lay out a few guidelines. Please get in touch if you’d like further advice – we’d love to help.

The key things when proposing new categories is that (1) you don’t appear purely self-serving, and (2) you convey how this will be a useful resource for corporate counsel (Chambers‘ primary intended readership). An expansion of those considerations is below – we’ve used a hypothetical Texas Leisure & Hospitality table as an example throughout.

Process: Send a one or two-page proposal (no more than that – as ever, the more concise the better) to the relevant Chambers editor, explaining why the addition of a new category makes sense based on the criteria below.

Timing: Ideally before the research cycle starts, so the editors have time to consider the proposal and work it into their deadlines if they decide to go ahead. Given the current USA research cycle is essentially underway, the sooner the better.

1. Why would CLIENTS find a separate table for Texas Leisure & Hospitality useful?
Note CAPS above: remember that Chambers writes predominantly for corporate counsel, not for law firms. The tables therefore need to be useful for corporate counsel first and foremost.

Things to consider might be – why do clients need specific advice in Texas Leisure & Hospitality? For example, does Texas have a distinct set of regulations surrounding the leisure & hospitality industry that make specializing in that state essential for doing deals there, as opposed to simply having a strong nationwide Leisure & Hospitality practice?

2. Is the Texas Leisure & Hospitality market big enough?
Chambers will be reluctant to add a table where the niche is so small as to be insignificant. Do you have stats that show overall year-on-year deal volumes? The type of clients doing deals in the area?

Your aim should be to show Chambers, “look, here’s this multibillion-dollar industry in this jurisdiction, deals are numerous, complex and sizeable, involving major corporates/banks, and you’re missing it”.

3. Is there a distinct and sizeable group of firms that would comprise this table?
Obviously a firm is unlikely to suggest an additional table in an area where the firm has no chance of being ranked. But Chambers will take a dim view of a firm that says, “we think you should add a new Texas Leisure & Hospitality category – oh, and by the way, we are basically the only law firm that operates in this space – we’re so great that nobody else gets a look-in”. That’s not going to get you anywhere.

You need to prove, ideally through hard evidence (league tables could be one obvious way, though there are many more), that there’s a group of firms – I’d suggest at least 5 – competing for a significant amount of high-end work, who are all known as leaders in the area among clients, who all have partner-level expertise based in that jurisdiction, who all represent major players in the market, and who all play lead roles on major matters each year.

4. Consider a joint proposal
The most effective way of not being self-serving is to do a joint proposal with other firms in the market that might have a stake in this table. Even better, team up with amenable corporate counsel who can reinforce the message to Chambers that Texas Leisure & Hospitality is a notable omission from Chambers‘ coverage that should be rectified.

If there are a couple of specialist firms who ONLY do this type of work and who are therefore missing out on the chance of a Chambers ranking altogether (because of a lack of an appropriate table), think about approaching them too. More ranked firms theoretically means more potential sales targets for Chambers, so you’re appealing to the business case too (call me cynical, but it’s still a valid consideration I think).

Legal 500 EMEA 2018: Deadlines, Guidelines Now Available + Editor Insights

Attention all European, Middle East and Africa law firms: The Legal 500 has just published its 2018 edition submission deadlines, which can be accessed here. The key dates for your diary are as follows:

  • Referee spreadsheet deadline: 4 August 2017
  • Editorial submission deadline: 14 August 2017
  • Law firm interview period begins: 4 September 2017
  • Contacting referees: during September (precise date to be determined by number of referees received to contact – law firms will be informed one week before we contact referees)

There are big changes afoot editorially at The Legal 500, which we reported earlier today (please see here). We caught up with EMEA Editor Ella Marshall to discuss changes affecting the upcoming EMEA edition.

Are the changes to the editorial coverage of the UK guide being replicated in EMEA also?

We’re expanding content in the same way as the UK. Increases will be dictated by the availability of data, but we expect to deliver around three times the content for the largest and/or more sophisticated markets and will provide editorial content for every single firm that is ranked.

ella_marshallThe content will be online only, so the EMEA 2017 edition is, in fact, a collector’s edition!

In terms of new practice areas etc, what should firms look out for this year?

We are continuing our ongoing expansion of our Africa coverage to reflect demand from website users: this year, we’re adding Botswana, Senegal and Uganda to our coverage.

There are no Regional Summary sections this year (i.e. none for CEE, Africa or Middle East) because we’re now covering more markets and more practice areas in those markets than we were 3 years ago when we introduced the summaries as a catch-all.

We have also added English Bar: DIFC (Dubai International Finance Center) to the coverage this year as part of the UAE coverage to reflect the growing trend of work arising in the free zone.

The expansion of the word count has also enabled us to add practice areas to cover gaps in other markets, particularly with the introduction of more coverage of competition law, employment law and corporate/white-collar criminal law and compliance.

Law firms are strongly advised to check the list of practice areas carefully and not assume that the practice areas are the same as last year – there may have been additions or other amendments. We change the coverage every year to cater to market demand. New practice areas are marked as “NEW” or “RENAMED” or other appropriate indicators.

Tips To Sharpen Up Your Chambers Submissions: Show, Don’t Tell

We advise a range of blue-chip corporate clients on their big matters

Good for you. But guess what? So do the other 150 firms that are trying to get ranked… way to stand out from the crowd.

Firms include the above sort of statement time and time again when drafting their submissions. I can understand why – marketing teams under time pressures to top-and-tail a practice’s work highlights with some messaging can all too easily fall into the trap of relying on generic “marketing-speak” to flesh out a submission’s content.

Unfortunately, it’s the sort of thing that falls on deaf ears at the directories. It may as well not be there at all.

It’s vital to include information in the submission that shows how your practice and your lawyers stand out from the crowd. What are you really great at? Why do clients come to you, specifically? What makes you a better draw for clients than the other firms in the market? Why is your work worthy of getting you ranked?

These are the messages that should permeate the entire submission – the Overview, the Work Highlights, and the Feedback section. Without this focus on differentiating yourself from your competitor firms, your submissions will end up sounding generic and, dare I say, just a little bit dull.

Every practice is different, and most matters will likely have their own elements that raise them above the norm. However, here are a few quick tips to think about:

The “So What?’ Test: When selecting matters, read each matter description back to yourself and apply the “so-what?” test. If you are left shrugging your shoulders and wondering what’s so special about the matter, explain what makes it interesting. If you can’t, consider whether it might not be strong enough to be included.

What Constitutes Interesting? There are too many potential criteria to list here, but for starters, consider these main ones:

  • A matter that sets a precedent, sets a template for future matters, or will be of widespread application;
  • The first time a deal has been done in a certain jurisdiction, or involving clients from a certain jurisdiction;
  • A matter that demonstrates legal innovation;
  • The first time a deal has been done in a new regulatory environment;
  • A matter that was of supreme importance to your client; and
  • A matter that reflects a notable market trend.

And, of course, don’t keep this information to yourself. Explain how the matter fits into one of the above criteria.

Be Specific in the Feedback Section: If you’re trying to break into a table, or get moved up the table, it’s not enough to say, “we should be ranked/ranked higher because we’ve been very busy handling some very important matters for some very big clients” (see my opening paragraph). It’s essential to draw specific comparisons with the firms you want to be ranked alongside. What makes you as good as them? More matters? Back it up with hard evidence (league tables, for example). The same matters? List your matters and mark which currently ranked firms appeared across the table from/alongside your firm.

Researchers are smart people, but they’re not the legal experts that your partners are. Nor are they mind-readers. Don’t just tell them them you should be ranked/ranked higher – explainto them why you should be.

Quick legal directory tips: Nigel Savage interviewed on LexBlog TV

I was interviewed by LexBlog TV’s Colin O’Keefe last week during the excellent LMA Annual Conference in Orlando, Florida. In this  short interview I talk about what I believe to be the essence of preparing a good legal directory submission – focus.

I’ve already been invited to speak at next year’s LMA Conference in San Diego; we’re aiming to put together a great panel covering everything you need to know about legal directories and rankings. Watch this space.

Interview with Chambers Europe: Georgia Brooks, Editor

For a wealth of inside information relating to Chambers Europe, check out my interview with the Editor, Georgia Brooks. I caught up with Georgia recently to discuss changes to this year’s book, and tips for how to engage with the research process.

Are you planning any changes to the structure of the book this year? Any new practice areas/changes in approach the market needs to be aware of?

Firstly, the 2014 Chambers Europe guide will look very different to previous editions.  We have greatly changed the editorial layout, to highlight a team’s key strengths as well as its main areas of activities.  Extended information, such as basic facts about the department and additional work highlights, will also be available on our website: http://www.chambersandpartners.com/guide/europe/7Georgia_Brooks

This year we have added an unprecedented number of new practice areas at both a country level and in the Europe-wide chapter.  Energy has been a key area of law for multiple jurisdictions, and we researched it for the first time in Belgium, Denmark, Finland and Sweden.  At a Europe-wide level we have seen an increase in internal investigations and regulatory work, so added two new sections to cover these: Corporate Investigations and Regulatory & Public Affairs.  Data Protection is another growing area of focus across Europe, and that too has been introduced in the Europe-wide section.

Lastly, we conducted more regional research and added separate Central & Eastern Europe sections in Banking & Finance, Corporate/M&A and Dispute Resolution.  We also introduced a Baltic-wide Corporate/Commercial section to highlight firms active in that region.  At a country level, we also added France Regions and Russia Regions sections; which will highlight firms who are active outside of the capital.

European firms have been submitting to Chambers for more than 20 years. What are some of the things firms continue to get wrong with their submissions?

The key aspect that firms continue to get wrong, or rather miss completely, is to explain why a work highlight is important and explain the specific role the team played.  It definitely helps to summarise the matter – concisely! – and put it into context.  Also feel free to send us additional information from local news sources, where relevant.

Furthermore, a lot of firms only highlight on the top-value deals, whereas it helps to show a breadth of expertise.  It’s a good idea to explain all the strengths of the team, then use the ten work matters as an illustration.

Finally, and I cannot stress this enough, but missing the deadline is a big no-no!

What’s your advice on how firms with plenty of lawyers ranked in a section should get more lawyers on the list?

I advise taking a two-pronged approach; first, make sure that you highlight the lawyers you want to see ranked in the submission.  There is space on the submission form to include key names, and it’s also crucial that their work highlights are also listed, so we can see what work they have handled.  Secondly, put forward client referees who can talk about the team as a whole and a range of individuals.  Of course make sure that the client is happy and willing to speak to us – this makes such a difference!

Tell me about your research team – is it the same team as last year, or will there be any new faces?

We do have a few new faces to the team, which is natural in such a large research team. However, the greatest change has been with the deputy editors; we promoted four individuals towards the end of 2013.  All four were extremely experienced researchers, and one (Lucy Craig) was previously the assistant editor for Germany.  I’m sure many firms will recognise them from their time as researchers.  Here they are below as well as the list of jurisdictions they oversee:

Francesca Lean – France, Italy, Malta, Portugal and Spain
Katherine Yu – the Baltic and Nordic regions, Poland, Russia and Ukraine
Lucy Craig – Austria, Belgium, Germany, Luxembourg, Netherlands, Switzerland
William Robertson – Central and South East Europe, plus Turkey.

If firms have any queries about the research it’s best to come to me and the deputy editor for the relevant country.

When recruiting, how much weight do you place on native/fluent speakers of foreign languages?

Being able to speak to clients and lawyers in their native tongue is extremely useful, and in some jurisdictions absolutely crucial!  On the current Europe team our researchers speak over ten different languages, including French, German, Portuguese, Greek, Hungarian and Russian.  Foreign languages are a very important part of the research and thus the recruiting process.

For any new researchers, what steps do you take before research starts to educate them a little, to make sure they are not coming to it completely cold?

For most of February and March the deputy editors, assistant editors and myself interview managing partners from firms across Europe.  It is a great time for the managing partners to tell us about key market developments as well as changes at their own firm.  We use the information we gather to better allocate our resources throughout the year, and of course pass this knowledge onto the researcher before research starts.  Thus, researchers know in advance what has been happening in the market as well as new practice areas or firms to ask about.

What are your thoughts on allocating experienced researchers to the same sections as they covered in previous years. Good idea or bad idea?

For the Europe team, the most important element in assigning researchers is language.  Thus for jurisdictions where speaking the native language is crucial, such as France, Germany, Spain, Russia, Italy, then it is obviously a good idea to have the same researcher cover the jurisdiction.  That said, a fresh pair of eyes can offer a different perspective, not to mention a different research experience.  At a deputy and editor level then we try to keep consistency, as we are the ones ultimately evaluating the research.  You will notice that the deputy editors are responsible for a region, which gives them expert knowledge of various jurisdictions as well as an understanding of how those countries often work together.

Any plans for the researchers to travel to meet with firms face-to-face? It’s something that firms appreciate in relation to at least one of your close rival publications…

I and the deputy editors frequently meet with firms when they come to London.  It is definitely useful to hold face-to-face meetings, as it enhances our knowledge of the firm and likewise allows us to explain more about the research process.  I am also quite fortunate in that I can travel to meet firms on occasion e.g. in the last year I visited firms in Turkey, the Netherlands, Norway, Belgium, Germany and Ukraine.  As much as we would all like to be travelling across Europe, we find that we can conduct more thorough research from our base in London.  You may find that surprising but the researchers couldn’t travel with the database in tow, nor would they have the wealth of material that we have in the office.

Are there any other Europe-focused initiatives you’re planning for the coming year?

For the 2015 guide we are expanding our regional coverage even further by introducing a CIS Corporate/Commercial section.  At a Europe-wide level we will research Real Estate for the first time, while in the Central & Eastern Europe section we will add Dispute Resolution.  Compliance has been the buzzword for a while now, and we are introducing the section in Germany.  The Germany chapter will also see new Commercial Contracts and Transportation sections.

Another key initiative that we are focusing on is to develop the mid-market coverage, such as Corporate/M&A sections divided into High-End Capability and Mid-Market.  This is currently in place for France and Germany, and I imagine this will only grow.  Indeed, we are seeing increased engagement from firms active at this level as well as interest from clients.

Research for the 2015 guide starts in March and the first submission deadline was 24 February.  However, we are still accepting submissions so firms should check the online schedule for further information: http://www.chambersandpartners.com/secure/research-schedule

Interview with Jonathan Rubin, Editor, Chambers UK

The launch of the 2014 edition of Chambers UK is imminent. And before the ink has dried, results have been assessed, hands have been wrung and teeth have been gnashed, it’ll be time to start all over again with preparing submissions for the 2015 edition (isn’t life wonderful?). I caught up with Jonathan Rubin, Editor of Chambers UK, to talk about how the 2014 edition will look – and about some tips and insights into the 2015 edition.

Are you planning any changes to the structure of the book this year? Any new practice areas/changes in approach the market needs to be aware of?Jonathan_Rubin

The new 2014 guide (which launches on 30 October 2013) will have a very different feel to the 2013 version.  The first thing that you will notice with the 2014 guide is the change in editorial layout.  We have done this to allow for greater emphasis on the strengths of a particular law firm, and what it is they actually do.

Secondly, this year we have written about firms on a regional basis (while maintaining city-based rankings), while also highlighting those firms outside of London, who have a national presence in new ‘National Leaders’ tables.  This shows to clients of law firms that the best possible option for them is not necessarily based in London.  For the 2015 guide, we are looking to expand our regional coverage further, by introducing new regional tables in areas as diverse as Fraud and Asset Finance.

We will also look to continue to develop the new Hotels & Leisure and Commercial Contracts sections, featured for the first time in the forthcoming 2014 guide, and we will introduce two new sections in 2015 – Art & Cultural Property Law and POCA Work & Asset Forfeiture.

UK firms have been submitting to Chambers for more than 20 years. What are some of the things firms continue to get wrong with their submissions?

The key thing firms have to remember when drafting submissions is to know their audience.  The best submissions are those that are written in clear, plain English, and talk about how the firm adds value to the client.

Additionally, I think firms think about submissions the wrong way round.  It is a mistake to use “what are our ten best matters” as a starting point.  The best submissions are those that start by telling us the story of what it is a practice can do, and then illustrate that with the ten matters.  Rather than seeing the top ten by value, or by highest profile client, we want to see breadth of expertise and ability to provide clients with business critical advice.

Oh, and of course, always get your submissions in on time!

Chambers limits the number of client references firms can submit. What is the rationale behind that, and how should firms with plenty of lawyers ranked in a section already work within those limits to get more lawyers on the list? 

The rationale is quite simply timing and resources.  In addition to generating and following up on our own leads, we speak to literally thousands of referees put forward by firms.  We only have a finite amount of time to research every section, and we place great importance on actually speaking to referees.  We are fundamentally committed to this method, as we get far better feedback this way, particularly when it comes to finding out about the up and coming stars in the market.

One piece of advice I would give is for firms to be careful how they select their referees.  I would always advise selecting those referees who are best placed to speak about the team as a whole, and a wide range of individuals in that team.  In particular, we are always interested in hearing from clients about the junior members of the team as well as the unsung heroes, rather than the established names who everyone already knows.

What can firms do to optimize response levels from their client references, and when should those actions be taken? 

There are two things firms can do:

First, before compiling referee spreadsheets, ensure that referees are both willing and able to participate.  It is amazing how many referees get put forward that are not permitted to speak to us about their service providers, by virtue of their own company’s internal policies.

Secondly, during research, follow up with the researcher to find out when they will be contacting referees.  All initial contact with referees is by email, so remind clients that they should be expecting an email, who it is coming from and what it is.  This, we find, greatly increases the response rate.

Tell me about your research team – is it the same team as last year, or will there be any new faces?

In a team of 50 dedicated UK researchers, there are bound to be people that some of your readers have not yet dealt with.  But my deputy editors Jamie Horne, Liam Whitton and Bryony Hirsch will all be familiar names in the market.  I am also delighted to be joined by Georgina Watts, who has been promoted to deputy editor following her outstanding research on previous guides.

For any new researchers, what steps do you take before research starts to educate them a little, to make sure they are not coming to it completely cold? 

The deputies and I will be spending the period after launch (30 October) to the start of research (around February 2014), going out to the market, to find out what is going on in the market and the key areas that we should be looking at across the board.  As a result, all researchers are armed, regardless of their experience, with information directly from the market itself before they start research.  This information covers both specific issues in a given practice area and the actual activity of law firms – lawyer moves, firm mergers etc.

As well as reviewing the rankings and editorial that researchers produce, it is our responsibility as an editorial team to ensure they are adequately informed of all the issues at hand throughout research.

What are your thoughts on allocating experienced researchers to the same sections as they covered in previous years. Good idea or bad idea?

I think it is important to have consistency at the editor and deputy editor level, as we are the ones who meet with firms initially, set the tone for research and then evaluate the research.  Nonetheless, it is useful for certain practice areas to have the same researchers year on year, but I think there is also a lot to be said for a fresh pair of eyes who can look at a section differently.

Are there any other UK-focused initiatives you’re planning for the coming year?

One major initiative we are certainly focusing on this year will be to develop and implement a “No firm too small” strategy.  We recognise that not all clients are FTSE 100 companies or major global private equity funds.  In fact, the clients who perhaps find our guide the most useful are smaller, sometimes family-owned businesses, who are not sophisticated users of law firms.  Accordingly, and in recognition of this, we are introducing a number of ‘SME/Owner-Managed Businesses’ subsections to existing chapters, including Corporate/M&A, Litigation, Banking & Finance and Real Estate, to highlight the work that law firms do for these sorts of clients.

Interview with Lauren Hughes, Editor, Legal 500 US

Lauren Hughes took over the editorship of the Legal 500 US earlier this year, bringing with her many years’ experience as a researcher on the US and other Legal 500 editions. I caught up with Lauren to talk about her plans for the forthcoming edition of the Legal 500 US – the deadlines for which are coming up in November – and to hear about some other new initiatives at Legal 500 that will be particular interest to the US legal market.

As the new editor of Legal 500 US, are you planning any changes to the structure of the book this year? Any new practice areas the market needs to be aware of?L500 logo

It will be much the same structure as last year’s, but with two additions: Cyber Crime will be included as a section within the Media, Technology and Telecoms chapter, and Sport has been reintroduced within the Industry Focus chapter. The timings remain the same as ever; submissions are due just after Thanksgiving, and research will take place through December and January.

You have plenty of first-hand experience of reviewing submissions, having been at Legal 500 for some years now. What are some of the things that US firms continue to get wrong with their submissions?

Not tailoring submissions for the Legal 500 is the biggest mistake. Our focus is on the elite only, so firms have to demonstrate that they have a strong national practice to even be considered. So, for example, receiving four submissions for four different offices is not helpful when trying to assess the overall capabilities of a firm. Nor is receiving a list of individual lawyers followed by each of their work highlights. We are much more interested in what the group has achieved collectively.

Another mistake is to send in submissions covering multiple sections, meaning I’d have to search it to find the bit that’s relevant for me. Firms should bear in mind that we allocate different researchers to each section, so it’s much better to send us a separate document for each.

And finally, listing lots of deals and cases with too much technical detail, without including context to explain why the matter is impressive.

But I should add that on the whole, the standard of submissions from the US is usually pretty good!

One key difference between Legal 500 and Chambers is the fact that Legal 500 accepts unlimited client references. How do you manage the process of contacting them all, and any follow up that might need doing?

We have an amazing admin team here, and they pull together the vast number of client reference emails we get each year, and ensure that we are not sending multiple emails to the same person, that kind of thing. As for how on earth they manage it, who knows! But we don’t chase the referees down as we don’t want to bug them. If they want to respond, they will.

What can firms do to optimize response levels from their client references, and when should those actions be taken?

It goes without saying that they should ask for permission before putting their names down. But they may want to remind them again when December comes round, and at that time they will also be able to provide the name of the individual researcher who’ll be emailing them. And I always advise contacting the researcher towards the end of the research period to ask if they’ve received a sufficient number of responses.

Also references don’t strictly have to be clients, nor do they have to be the GC; it can be anybody who can provide an assessment about the practice. It’s better to choose the people who are more likely to respond.

The referee feedback is a key component of the research, but for us it’s not necessarily the be all and end all. We understand that a lack of feedback can be put down to a number of different reasons, so if it happens it doesn’t necessarily mean the firm will drop a tier. Being able to demonstrate a strong track record of work is more important.

Tell me about your research team – is it the same team as last year, or will there be any new faces?

I’m happy to say there are many of the same faces as before. Continuity is important to us and to the firms, and we get a lot of good feedback about that. As the company is in growth mode, it’s inevitable that there’ll be some new faces too. And there are a few members in the team who have been promoted to other positions, but they will still be around to mentor and oversee the others’ work.

For any new researchers, what steps do you take before research starts to educate them a little, to make sure they are not coming to it completely cold?

The editors will always work more closely with newer researchers. Some will be new to the US market but will have worked on our other books, as the team rotates. For those people, we will spend some time at the start of the research to go through the slightly different approach needed for the US market. Speaking more generally, new starters always get the opportunity to listen in on interviews, and take part in a number of formal training sessions too. For the first year or so, they are assigned a ‘mentor’ who sits nearby and can answer all their questions. But the training never really stops. We regularly have practice area-specific training sessions, either conducted internally or with lawyers.

I have to mention that we always welcome hearing firms’ thoughts about our researchers. Equally, our publishing director is always happy to give feedback on firms’ marketing and BD staff, so it works both ways!

What are your thoughts on allocating experienced researchers to the same sections as they covered in previous years. Good idea or bad idea?

Good idea. Definitely. As I mentioned, firms always tell us that they appreciate it as it means they don’t have to reinvent the wheel every time and can trust that person to make a well-informed assessment of the market. M&A, employment and technology are some examples of areas that have had the same researcher for many years.

A key new initiative for Legal 500 this year is the Corporate Counsel 100, which launches this weekend. Could you give us some insights into this new initiative?

The whole concept of the Legal 500 is to produce useful copy for corporate counsel, and at the moment we do that by helping them choose which law firm to instruct. But we thought, why stop at that? So the Corporate Counsel 100 is a way of letting them know what their own peers are up to, and enabling them to share ideas. When it came to selecting people for the list, law firms jumped at the chance to nominate as it’s a way for them to give something back to their clients, as opposed to asking them to provide yet another reference!

The research and writing process for this has been consuming all my time for the past while, so I hope people will enjoy reading it as much as I enjoyed writing it. I interviewed so many inspiring people and was quite blown away by some of the things they’ve achieved. It’s also been a great way for me as editor to learn more about what they want and need from their outside counsel, and about how the Legal 500 can help facilitate those needs.

We’ll be launching the list at the IBA and ACC conferences this month, and the full editorial will be available online. There are plans to replicate it in other jurisdictions, so stay tuned.

Are there any other U.S.-focused initiatives you’re planning for the coming year?

There are quite a few! Some are in the early stages so I won’t say too much, but we have added a new research arm to the business, who will be producing bespoke industry insight reports on request. We are also planning to do more roundtables. Then there’s the global client feedback report that’s in the works. And, the UK awards seem to be going down well over here, so perhaps we might replicate that model in the US.

Interview with Catherine McGregor, Lawdragon’s Chief of Strategic Development

Catherine McGregor, long-time member of Chambers’ senior editorial team, made something of a surprise move recently when she moved to Lawdragon as the company’s new Chief of Strategic Development. Here’s what Catherine had to say about that move, and about Lawdragon‘s plans for future development, when I caught up with her recently.

Your move from a senior editorial position at Chambers – arguably the leading legal directory globally – to Lawdragon was a pretty surprising move. What prompted the move?

Essentially it felt like time. I had been at Chambers for over 7 years, and it felt like a good point to move to the next stage. Chambers is wonderful but it’s at a very developed stage as a company.  Coming to a company that’s at an earlier growth stage is really exciting and challenging. I have equity in Lawdragon so I will be working for myself, along with my partners, which is a huge source of excitement and creative energy for me.

Why Lawdragon, specifically? Did you spot an opportunity there to revamp that product?

Well they asked me! But it’s a very well respected product with a huge growth potential. They are completely committed to the Internet and new media. I do find the mix of high-quality journalism and lawyer evaluations a really interesting model, which has huge potential.

On the face of it, Lawdragon hasn’t so far really tried to compete in the same space as classic directories like Chambers and Legal 500. Does their decision to hire you indicate a change of heart in that regard?

Yes and no. We will be growing our portfolio of products and expanding, but not competing in the Chambers/Legal 500 sphere exactly.  They both do what they do well, and frankly there’s not really any appetite or need that I can see for another comprehensive legal directory in that model.

One of your primary responsibilities is to develop new products. What new initiatives can we expect to see from Lawdragon in the coming year?

A lot. I’m currently working on some practice-/legal trend-focused guides. These will marry Lawdragon‘s journalistic expertise with my directory knowledge, as well as my relationships with, and insight into the needs of, in-house counsel. We’re also planning a hard-hitting guide to trial lawyers.

I will also be reviving my general counsel round tables, which I had previously held in London and New York where in-house lawyers can meet and discuss key topics under Chatham House rules.

All these new products are being developed in conjunction and conversation with my network of in-house contacts, who have been fabulously generous with their time and supportive of my efforts. A big thank you to them for continuing to support me.

Thus far Lawdragon has been US-focused. Are there any plans afoot for international expansion?

Yes, but this will be measured and in line with the focus of our new products.

The classic directories haven’t really changed their model for 20 years. Do you think it’s time for something of an overhaul?

Yes. I think the classic directories provide a great overview of the breadth of the legal market. I think there is a gap for products that are more detailed and which assume that the reader knows the basic landscape.

The role and profile of the in-house lawyer has changed immeasurably since the first directories came on the scene, and we’d like to provide information that can cater to the needs of current general counsel and their teams. However, any information is only going to be part of an arsenal of resources that are used in making hiring decisions.

There is much research that seems to state that clients don’t use directories, but I do doubt that; I think it’s often a dirty secret and people don’t want to admit they do use them, even in a limited capacity!

As a seasoned directories professional, what’s your impression of the current state of the directories market?

As I stated above, directories are always going to be just one resource used; there does appear to be a disproportionate burden on many firms in dealing with these, however. Perhaps there needs to be more emphasis on independent research to lessen the burden on law firms.

I think there will always be a need for Chambers and Legal 500, as they are just so well established and are both solid brands. The market is changing though, so you never know; 15 years ago Martindale was the only name in the US and that has definitely changed.

Interview With Steve Naifeh, Founder, Best Lawyers

A long-time market leader in the somewhat crowded peer-review section of the legal directories market, Best Lawyers‘ recent tie-up with U.S. News & World Report added a significant string to the directory’s bow. Here’s what Best Lawyers founder Steve Naifeh had to say when I caught up with him earlier this week.

Steven-Naifeh-215x326

Best Lawyers is among the longest-running legal rankings publications. How – if at all – and why has the philosophy behind it changed since the early days?

Best Lawyers has changed a lot in the past 32 years. We now have almost 50 people in two offices (South Carolina and New York), not just me in one office. We cover hundreds of legal practice areas in over 65 legal markets, not just ten practice areas in the U.S. We rank firms as well as lawyers. We have a website that reaches about a million unique visitors a month instead of a book that reached several thousand lawyers a year.

But even though a lot has changed, the philosophy hasn’t changed. At Best Lawyers, providing the most accurate possible ratings remains our core mission – even though legal rankings have become a business since we started out three decades ago and so many competitors have entered the field.”

In a market where several of the best-known directories have made client feedback a central feature of their research, how difficult has it been to resist that, and stick with peer review?

“We believe that client feedback can be extremely valuable, and we have added it to peer-review as a part of the rating process for law firms. But we know that corporate clients – and especially general counsel who deal with many different lawyers and law firms – provide more dependable opinions than individuals who are not themselves lawyers or who have not dealt with many lawyers. Individual clients tend to focus on results and personality. Sometimes the best possible lawyer can’t deliver ideal results in terrible circumstances. And however desirable a good personality may be, it is as important to have the right lawyer as it is to have the right doctor, regardless of personality.”

Best Lawyers expanded the scope of its coverage beyond the United States relatively recently to include various key international markets, including the UK and Continental Europe. How’s that going?

“We have been working since 2009 throughout Europe and in the major legal markets in Asia and Latin America, as well as in Canada and Mexico. Because our lists run in major newspapers in many of these markets, our lists have become extremely important – the most important lists even in some markets that we have entered relatively recently.”

Best Lawyers‘ tie-up in 2010 with U.S. News was one of the biggest developments in the directories market in recent times. What prompted that decision?

U.S. News has a reputation for rankings in general, as well as a very strong platform, and is moving into many new fields beyond its obvious strengths in rating schools and hospitals. It seemed like a natural partnership to bring our new law firm rankings to the largest and most influential possible audience.”

Three editions in, how is the U.S. News-Best Lawyers “Best Law Firms” product going? Has its success in gaining traction in what is a pretty saturated market matched your expectations?

“The traction was very strong from the beginning, partly because the leaders of so many of the largest law firms in the country are on the boards of schools and hospitals that are rated by U.S. News. The traction has gotten stronger each year as lawyers and law firm leaders see how carefully we undertake the research process, how hard we work to make the process better and easier each year, and how valuable the ratings are to legal marketing.”

What plans are in the pipeline for developing Best Lawyers? Or is it a case (perfectly understandably!) of “if it ain’t broke, don’t fix it”?

“A company can always be improved, and we are constantly thinking of ways to improve Best Lawyers. A phrase I hate hearing from anyone on our team is that “we’ve always done it this way.” Innovation and technology can improve any company, as I believe they have improved ours. It is a long time, and much has changed, since I began the first peer-review list in the legal profession 32 years ago with paper and pencil and a telephone. I am still trying to believe that imitation is the highest form of flattery. Naturally, I will certainly keep Savage Comms informed of major changes.”

Being a seasoned directories’ professional, what’s your opinion on the current state of the directories market? How do you see directories continuing to play a role going forward?

“There are too many directories and too many of them are all about making money. I am sure that the market will shake some of them out, and I believe that quality will be a factor.”

All the key directories. All the key people. In one place.

Beyond the directories’ own websites and Twitter pages, it can be tough for law firms to keep track of every development, initiative and nugget of information from the array of publications that rank lawyers and firms.

Throughout the year, the Savage Comms blog will feature regular, in-depth interviews with all the senior editorial people at all the major legal directories, as well as those at myriad other awards and rankings publications.

Here, you’ll find breaking news about current initiatives and plans for future development. You’ll find regular tips and tricks – direct from the horse’s mouth – as to how best to approach each directory’s research processes. And, you’ll hear their thoughts on the directories market in general – including how the market is developing, and why directories remain relevant in today’s legal market.

First up, watch out for my interview with Steve Naifeh, founder of Best Lawyers, coming today.

Next week: Catherine McGregor, Lawdragon‘s Chief of Strategic Development, and former Managing Editor of Chambers and Partners.

Welcome to the Savage Comms blog.

[maxbutton id=”1″]